Anapaan Rituals: Sukhwinder Singh and Ms. Minakshi Nikhanj Join Forces to Build a New-Age Portfolio of Wellness and Lifestyle Brands
CHANDIGARH, 2026: Anapaan Rituals, a new venture co-founded by Sukhwinder Singh and Ms. Minakshi Nikhanj, is entering the consumer market with a vision to develop a portfolio of modern brands spanning nutrition, wellness, yoga accessories and beauty. The venture represents a new entrepreneurial chapter for Sukhwinder Singh, who brings more than 25 years of professional experience in international telecom companies and a strong background in building businesses and understanding consumer needs.
Rather than focusing on a single product category, Anapaan Rituals is being created as a multi-brand venture with a broader lifestyle perspective. Its initial portfolio includes Nutriyork, a nutrition and supplements brand; Spirit Yoga, a yoga accessories brand; and Dusqe, an upcoming cosmetics brand being developed with Indian skin needs and preferences in mind.
The vision behind Anapaan Rituals is rooted in the changing way consumers approach health, wellness and personal care. Today, consumers are increasingly interested in products that fit naturally into their everyday routines. Recognizing this shift, the co-founders aim to create brands that are relevant, accessible and thoughtfully positioned within their respective categories.
For Sukhwinder Singh, Anapaan Rituals represents an opportunity to apply decades of professional and entrepreneurial experience to a new sector. An engineering graduate, Singh spent more than 25 years working with international telecom companies before moving into entrepreneurship. After settling in Canada, he eventually returned to India with the intention of building ventures that could deliver practical value to consumers.
His entrepreneurial journey has already included the establishment of businesses in the consultancy space. However, the creation of Anapaan Rituals marks a deliberate move into consumer-focused businesses, where brand identity, product positioning and long-term customer relationships play a central role.
Singh is joined in this venture by Ms. Minakshi Nikhanj, Co-Founder of Anapaan Rituals. Together, the founders are working toward creating a diversified brand ecosystem rather than limiting the venture to one market segment. Their objective is to develop individual brands with distinct identities while maintaining a common philosophy of quality, consumer understanding and responsible brand building.
One of the key brands under the Anapaan Rituals portfolio is Nutriyork, which is being developed in the nutrition and supplements segment. With growing awareness around everyday nutrition and wellness, the brand aims to establish a contemporary identity within the category and connect with consumers who are becoming more conscious of their lifestyle choices.
The venture is also developing Spirit Yoga, a dedicated yoga accessories brand. Yoga has become an increasingly important part of modern wellness routines, and Spirit Yoga is envisioned as a brand that complements consumers who incorporate yoga and mindful movement into their lifestyles.
Adding another dimension to the portfolio is Dusqe, an upcoming cosmetics brand. The brand is being developed with a focus on Indian consumers and the specific considerations associated with Indian skin. Through Dusqe, Anapaan Rituals plans to enter the beauty and personal care space with a contemporary brand proposition.
The three brands demonstrate the broader ambition of Anapaan Rituals—to create a group of consumer brands operating across connected aspects of modern lifestyle. Nutrition, physical wellness and personal care are increasingly interconnected in the way consumers view their overall well-being, creating an opportunity for businesses that understand these changing habits.
The co-founders are taking a long-term approach to the venture, with an emphasis on building individual brand identities and establishing consumer trust. Instead of treating Anapaan Rituals simply as a product company, Singh and Nikhanj are positioning it as a platform for developing brands that can evolve alongside consumer expectations.
As the venture progresses, Anapaan Rituals plans to strengthen its presence across its initial categories while exploring opportunities for further brand development. Nutriyork, Spirit Yoga and Dusqe are expected to form the early foundation of the company’s portfolio as the co-founders work toward creating a recognizable presence in India’s expanding wellness, nutrition and beauty markets.
The launch of Anapaan Rituals therefore marks more than a new business venture for Sukhwinder Singh. It represents a transition from decades of experience in global telecommunications and entrepreneurship into a consumer-led business environment, alongside Ms. Minakshi Nikhanj.
With a portfolio-driven strategy and a focus on evolving consumer lifestyles, Anapaan Rituals is setting out to build brands that are not merely products on a shelf, but meaningful parts of everyday routines. Under the joint leadership of Sukhwinder Singh and Ms. Minakshi Nikhanj, the venture is beginning its journey with an ambitious vision: to create trusted, contemporary brands across nutrition, wellness, yoga and beauty for the modern Indian consumer.
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